As part of the ongoing outdoor exhibition of site-specific art installations ‘Desert X‘ in the Coachella Valley, the artist Jennifer Bolande positioned a series of billboards featuring large photographs of the landscapes behind them.
Bolande’s work titled ‘Visible Distance / Second Sight’ along the Gene Autry Trail is meant to be experienced from a moving car. As the viewer approaches the billboards at a certain point the photographs will align with the mountains in the background, drawing the attention back to the landscape itself. According to the artist the project was inspired by Burma Shave’s iconic advertising gimmick of posting humorous rhyming poems on roadside signs that only could be read from a moving vehicle.
All images © Lance Gerber